The Evolution of Hemp-Derived THC: Why Women Are Changing the Game

As of Q3 2024, women make up 45.5% of hemp-derived THC users and are a key segment in driving category growth and development. With preferences for low-dosage, non-combustible products and a focus on emotional and physical relief, their distinct habits are shaping the course of the hemp THC industry.

Women Like Lower Doses and Recommendations from Friends

Women's hemp-derived THC usage is heavily influenced by trusted recommendations from friends and family, making this group an essential focus for brands looking to increase their name recognition. In general, this group show a greater preference for low-dosage products, helping to create a market that contains a greater concentration of mildly psychoactive products than seen in cannabis markets. Women are likely to create a greater proportion of the hemp THC user base as the industry evolves, making these trends likely to become more salient over time.

What Women Want: Product Preferences in the Hemp-Derived THC Market

Women gravitate toward non-combustible options like gummies, vapes, and edibles, showing less interest in flower and pre-rolls. They lean toward lower-dosage items, especially gummies with 5 mg or less. Key factors influencing their purchases include availability, legality, and the ease of using products discreetly in public. Notably, 13.8% value the broad availability of low-dosage products, outpacing the 12.5% baseline.

Hemp-Derived THC as Self-Care

For many women, hemp-derived THC is more than a product—it’s a tool for self-care. Emotional relief stands out as a major driver, with 58.7% of female consumers turning to these products to manage stress or anxiety, compared to 53.4% overall. Physical relief is another common motivator, with 51.9% citing it as a reason for use, well above the 44.3% baseline. Whether they’re easing tension or addressing discomfort, women are embracing products that fit seamlessly into their wellness routines.

How Women Shop for Hemp-Derived THC

When it comes to buying hemp-derived THC, women often rely on trusted recommendations from family and friends. In fact, 45.6% say a loved one’s suggestion led them to try these products, compared to 42.4% of all consumers. First experiences are also deeply personal—41.0% were introduced to hemp-derived THC by someone they trust. However, they’re less likely to make impulse buys, with only 30.9% swayed by in-store displays, compared to 38.5% of the broader market. Their approach is thoughtful and deliberate, reflecting a desire for products that align with their values and needs.

What This Means for Brands

Women are changing the narrative in the hemp-derived THC market, and brands that pay attention to their needs have a unique opportunity to connect. By focusing on wellness, discretion, and low-dosage options, companies can align their offerings with what women truly want. As this segment grows, the brands that lead with empathy and innovation will be the ones to earn their loyalty—and shape the future of the industry.

In 2024, the story of hemp-derived THC wouldn’t be complete without highlighting how women are shaping the industry. Their usage of hemp products is part of wider conversations about wellness, accessibility, and self-care routines. With a focus on family, trusted connections, and balancing life’s demands, their preferences for low-dosage, approachable products are paving the way for a more inclusive market. As brands adapt to meet their needs, one thing is clear: women are key consumers in this industry, and it is only just beginning.

Updated: 12/3/2024